Harvey is a brand manager for a national brand of soft drinks.He is making the implementation decisions in the marcom decision process,and he wants a marcom tool that is most capable of directly affecting consumer behavior.Which tool should he use?
A) advertising
B) sales promotion
C) publicity
D) events
E) point-of-purchase display

Question

Quizplus · Accepted Answer

Sales promotion is the most effective tool for directly impacting consumer behavior as it offers incentives and encourages consumers to make immediate purchases. Advertising, publicity, events, and point-of-purchase displays can also be influential, but they generally have a more indirect impact on consumer behavior.

Harvey Is a Brand Manager for a National Brand of Soft